Influencer marketing is the most dynamic form of contemporary marketing for brands of any size. The opportunities for personalized collaborations are fundamental for brand growth. If you’re interested in influencer marketing, check out the tips to find the right influencer for your brand through the right Influencer marketing agency.
For marketing purposes, people often determine the effectiveness of an influencer’s page by judging only their number of followers. This form of judgment disregards other important factors and metrics. The ‘right’ influencer for one brand is more often than not different from who is ‘right’ for another brand. The essence of relevance differs from brand to brand.
Here are few tips to find the right influencer for your brand in Chicago.
Narrow down the search
There are thousands of influencers across a handful of platforms to choose from. Keeping the exact needs of your brand in your mind, you need to narrow down the options. The best way to do this is to stick to your industry. The influencer must have domain expertise. People want to see positive results. They trust the influencer not by their appearance, but by the results they display. For instance, if your brand sells a weight loss protein powder- the fitness instructor, or the person sharing their own journey with weight loss may be suitable for your brand. Influencer marketing agencies have tools to streamline this process and quickly determine which influencers will best suit a product or service. There are also instances where an influencer may be an organic fan of your brand, making them the most natural and effective at promoting your product or service.
Personality match
What is your brand personality? First, you must have a clear picture of your brand characteristics. Then, you must look for the influencers whose personality resonates best with your brand’s values and aesthetic. Having an aligned influencer personality will help to achieve the desired ROI. This is because there will often be an overlap of the audience, streamlining the process of target customer acquisition. On the other hand, if the influencer is talking about your competitor’s brands already then you must think twice. People tend to get disconnected from opposite brand reviews of the same range of products.
Platforms they use
As brands tend to use social media to reach out to various audiences for different purposes, you are unlikely to find one individual that is popular across all social networks. On the other hand, your brand may have a specific platform reach. For example, your brand does well on Instagram but not on Youtube. So, you need to find an influencer who is good on Instagram. Alternatively, you could reach out to each platform influencer to see the result.
Where your brand stands
Influencer marketing is used for sales purposes generally, but ‘sale’ is always not the only purpose. Where your brand stands, needs to be determined for what kind of influencer you need now. Here are some examples –
- If you are new in business, you need to build brand awareness initially. A nano or micro-influencer with fewer numbers of followers and a high engagement rate would be suitable for you at this stage.
- When you want to focus a little more on your audience based on topic, but you are still in the awareness stage of your campaign and looking for more reach, gear up with macro-influencers.
- If you are considering an awareness campaign, to get your product or service in front of as many people as possible then go for the mega influencers.
An honest confession.
Audience engagement is the level of response a post receives from an audience. It can be measured through likes, dislikes, comments, shares, mentions, and hashtags. Honestly, despite their relatively small followings (10k-500K), micro and macro-influencers have impressive engagement rates compared to the big influencers. For Gen Z, authenticity is more important than popularity. It is more natural for their fans and their brands to feel connected to smaller-sized influencers. Purchasing decisions are heavily influenced by this kind of influencer, and their advice is valued by consumers.
As these influencers are easy to reach and have a relatively high conversion rate, companies find it more affordable and productive to work with them. Meanwhile, celebrities or mega influencers rarely use social media channels. Even, their promotion costs are too high, and they do not convert well for all brands.
The negative side of an influencer
Before choosing an influencer keep these also in your mind
- A post can get millions of views, but the post also has thousands of negative comments
- The influencer generally tends to do negative reviews about products.
- Maybe his/her posts get trolled often for putting high dramatic or nonrealistic content
- Whether his/ her posts generally violate people’s sentiment or are very provocative towards local culture.
Conclusion
The digital marketing industry is changing rapidly. As more influencers emerge in the market, you will have more options. DIY-ing your influencer search can be time taking and quite a complex process. Until you figure out who your target market is and set attainable and realistic goals for your influencer campaign, there is always a possibility that you will not find the right influencer.
Although this guide will assist you in getting started, you must be ready to adapt to changes as they may occur. Making appropriate improvements to your influencer marketing campaigns requires you to continuously monitor new trends. You either need to acquire these skills in record time or hire an influencer marketing agency in Chicago.
